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28/01/2013

Business and Environment news : Eira Tears Down Its Walls

Announcing new GM and continued focus on Eco-Friendly Design

Mississauga, ON (January 24, 2013) – EIRA™, the
international ski outerwear and clothing brand developed in Canada heads
into the Winter 2013/2014 season with a new General Manager, a
continued focus on eco friendly design and a revised booth concept at
SIA in Denver. Eira™ uses environmentally conscious materials through
all aspects of design and development, striving to be sustainable on its
mission to provide the freeskier with a brand to call their own.

Gearing up for its third season, Eira™ is excited to announce the
addition of a new General Manager. Kris French joins Eira™ with a strong
background in sales and marketing. He spent the last eight years at
Nike Canada in key leadership positions, including National Sales
Manager for Sportswear and Action Sports.

Eira™ maintains a focus on increasing brand and product
sustainability. This can been seen in everything from product to
point-of-purchase materials, booth design to catalogue printing. All
Eira™ jackets and pants are manufactured using recycled lining, snaps,
stoppers and Primaloft® ECO insulation. PrimaLoft® was the first branded
synthetic insulation manufacturer to obtain bluesign® certification in
December 2010. This certification ensures brands, retailers and
consumers that PrimaLoft® insulation is an environmentally friendly
product. Select styles are also produced using outershell fabrics made
from recycled plastic bottles.

The Winter 2013/2014 Eira™ catalogue was printed on Rolland Enviro100
Satin using EcoLogo, Processed Chlorine Free (PCF) paper. Manufacturing
Rolland Enviro100 Satin produces 85% less greenhouse gas emissions than
the average 100% recycled paper and 94% less than the average 100%
virgin paper.

For Winter 2013/2014, the Eira™ line continues to support two
programs of jackets and pants designed to appeal to all levels of skiing
ability. Program One features 20,000mm waterproofing and
20,000g/m2/24hr breathability, while Program Two has a 10K/10K rating.
Designed in conjunction with team riders Joe Schuster, Ian Cosco and
team manager Peter Olenick, no attention to detail has been overlooked.
Each jacket interior matches the outside of the jacket, a design detail
that Creative Director Paul McGrath is very excited about “I really
wanted to make this design detail come to life for Winter ’13/14, it
wasn’t an easy feat – but it turned out great and really separates us
from the competition”.
There is also a nod to the vintage workwear trend throughout the line
with old school stripe detailing inside each jacket as well as under
each pant cuff. The vintage workwear vibe along with a proud Canadian
heritage is showcased in the Scaffold pant with its logo jacquard
suspenders and Canadian maple leaf detailing.

Proud of the 2013 line and its overall accomplishments, Eira™ has
revamped its booth for SIA opening it up for everyone including
retailers, industry affiliates and athletes to see. Help Eira™ toast
its third season with beer Thursday January 31st at 5:30pm Booth #4656.

About Eira:
Our mission is to provide the Freeskier with a brand unique in its
identity. This is accomplished through creative design, innovation and
passion for quality driven technical outerwear. Eira™ speaks to the
individual in terms of authenticity and passion for the sport and will
continue to push the boundaries of style while fulfilling the desires of
the evolving skier.

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